DAVID PILLSBURY CO-CEO, American Golf Corporation “Link Up 2 Golf” CO-CEO, American Golf Corporation “Link Up 2 Golf”

LINK UP 2 GOLF Working title for a national player development conceptWorking title for a national player development concept Mission is to connect people to the game more effectivelyMission is to connect people to the game more effectively Address both attraction and retentionAddress both attraction and retention Reduce or eliminate barriers that prevent initial contact and turn people awayReduce or eliminate barriers that prevent initial contact and turn people away

LINK UP 2 GOLF Make it easier for people to take that first stepMake it easier for people to take that first step Appeal to new players, former players and infrequent playersAppeal to new players, former players and infrequent players Utilize the promotional power of the collective golf communityUtilize the promotional power of the collective golf community Match location with demandMatch location with demand Attraction

LINK UP 2 GOLF Make it more difficult for people to leave the gameMake it more difficult for people to leave the game Establish a more solid emotional connectionEstablish a more solid emotional connection Utilize special play days for beginners, women, kids, etc.Utilize special play days for beginners, women, kids, etc. Employ more flexible pricing and playing-frequency programsEmploy more flexible pricing and playing-frequency programs Retention (Continued)

HOW WE GOT HERE Research indicates how critical the initial experience is to retaining playersResearch indicates how critical the initial experience is to retaining players McKinsey study emphasizes the need for an emotional connectionMcKinsey study emphasizes the need for an emotional connection 20/20 Steering Committee supported exploration of the concept20/20 Steering Committee supported exploration of the concept Program design and implementation framework have been establishedProgram design and implementation framework have been established Looking for different approaches and feedbackLooking for different approaches and feedback

TODAY WE’LL LOOK AT SEVERAL APPROACHES Women in Golf WeekWomen in Golf Week NIKE Golf Learning CentersNIKE Golf Learning Centers NGCOA Get Linked. Play Golf.NGCOA Get Linked. Play Golf.

WOMEN IN GOLF WEEK Established six years agoEstablished six years ago Supported by public relations and sponsorsSupported by public relations and sponsors Purpose: Introduce women to the gamePurpose: Introduce women to the game Results: 20,000 women and $138,000 for the Susan G. Komen Breast Cancer FoundationResults: 20,000 women and $138,000 for the Susan G. Komen Breast Cancer Foundation Why can’t we do this as an industry?Why can’t we do this as an industry?

AMERICAN GOLF PLAYER DEVELOPMENT PROGRAM State of the Industry and the BusinessState of the Industry and the Business The Mission: “Create Golfers”The Mission: “Create Golfers” Based on Research & ExperienceBased on Research & Experience NIKE PartnershipNIKE Partnership

WHAT DOES A LEARNING CENTER LOOK LIKE? Golf for America: Known as the place to learn – guaranteedGolf for America: Known as the place to learn – guaranteed “Yellow Brick Road” of Golf“Yellow Brick Road” of Golf Transition to play emphasisTransition to play emphasis Professional marketingProfessional marketing Standardized curriculumStandardized curriculum Financial and customer reportingFinancial and customer reporting Pros compensated for returning guestsPros compensated for returning guests

MORE SPECIFICALLY... Attract new, former and existing playersAttract new, former and existing players Variety of ProductsVariety of Products Professional: Quality, value and confidenceProfessional: Quality, value and confidence ManagedManaged Measured ResultsMeasured Results

KEYS TO SUCCESS Attraction: Products, promotion, grassroots, on-site, collateralAttraction: Products, promotion, grassroots, on-site, collateral Instruction: Compensation, training, standardsInstruction: Compensation, training, standards Retention: Tracking, rewards, events, communicationRetention: Tracking, rewards, events, communication Management: Measurement, accountabilityManagement: Measurement, accountability

CURRENT ENVIRONMENT 40 Learning Centers40 Learning Centers Creating 1 new golfer per day, per facilityCreating 1 new golfer per day, per facility Generating 80 additional rounds per month, per courseGenerating 80 additional rounds per month, per course Will generate over 25,000 incremental rounds in 2000Will generate over 25,000 incremental rounds in 2000 Employed over 75 PGA & LPGA ProfessionalsEmployed over 75 PGA & LPGA Professionals

BENEFITS TO THE COURSE Creating new golfersCreating new golfers Tracking of new golfersTracking of new golfers Increased revenueIncreased revenue Zero costZero cost

Sunday Wrap-up Slides 16-19

DAVID PILLSBURY CO-CEO, American Golf Corporation “Link Up 2 Golf” CO-CEO, American Golf Corporation “Link Up 2 Golf”

BREAKOUT 1 SUMMARY Develop a “Uniform Entry System”Develop a “Uniform Entry System” Program componentsProgram components –Attraction –Instruction/Orientation/Groups/Fun –Equipment –Transition to play: fun, family/beginner, friendly, etc. –Facility and program standards –Tracking and measurement National/Regional Program Ideas

BREAKOUT 2 & 3 SUMMARY Roles and responsibilities: 20/20 actions steps 2001Roles and responsibilities: 20/20 actions steps 2001 –Define program models –Select pilot markets (research) –Identify research/measurement plan –Define budget/plan –Secure program funding –Identify execution/coordination strategy (how?) –Pilot? Implementation/2001 Strategy